To illustrate her point, she covers the example of a large company that faced a dilemma. This brand had a vast amount of social media data: too much data, in fact, for their planned AI-powered approach to process. They wanted to avoid dividing it up for processing and then have to stitch it all back together at output. Keri shines a light on how common this issue can be: “This can often be the case when it comes to social listening on a large scale, there can literally be millions and millions of disparate data points that must be matched up to uncover important insights that will ultimately advise brand communications, marketing, product development and more.”
When a brand is in this situation, Keri said several points need to be considered when choosing technology. It must be able to:
Intake and organize diverse large data sets
Create a single environment for data processing, analysis, visualization, dashboards and reporting
Allow investigation and interaction with the data by sorting results by concept or key phrase to examine a specific data point
Provide researchers ways to share insights and democratize the data across different locations and departments.
Luckily, Harmoni can do all of these things and do them well. It can handle massive amounts of disparate data points quickly and easily, matching up results by concept or key phrase with a single click. It allows market research teams to investigate and interact with the data with a streamlined user interface.
In her article, Keri acknowledges that market researchers must get as much information as possible from the collected data to understand their audience best. Customers today live in a completely different environment than before the pandemic; social media data now has newfound importance for understanding audiences. Keri concludes that brands need “powerful ways to investigate and leverage social data” to find success in a changing marketplace.